In the ever-evolving world of fashion, few designers manage to weave cultural heritage into contemporary styles as seamlessly as Mohammed Khoja, the founder of Hindamme. For up-and-coming designers seeking inspiration, Khoja's journey offers invaluable lessons on blending tradition with modernity, creating meaningful narratives, and staying true to one’s roots while appealing to a global audience.
‘SAUDI ARABIA IS THE FUTURE’ 🖤🤍 ‘Petroglyphs Collection’ S/S 2025 by HINDAMME @riyadhfashionweek HINDAMME’s ‘Petroglyphs Collection’ by designer Mohammed Khoja redefines Saudi heritage with a modern edge. Inspired by ancient rock art, each piece blends tradition and innovation, from mohair knitwear in muted tones, opulent metallics to vibrant eveningwear and surrealist jewelry.
The Birth of Hindamme
Founded in 2016, Hindamme derives its name from an ancient Arabic term meaning "to possess perfect form in harmony and aesthetic." This philosophy serves as the backbone of Khoja’s designs, which are celebrated for merging Eastern heritage with Western streetwear aesthetics. Hindamme has not only reshaped Saudi fashion but has also introduced Middle Eastern narratives to the global stage.
Cultural Identity as a Cornerstone
Growing up in Al-Khobar, Saudi Arabia, Khoja was exposed to various cultures during his family’s relocations to Houston and Paris. These experiences gave him a unique perspective on fashion as a medium for storytelling. Hindamme’s collections are rich with cultural references, such as the incorporation of Sadu patterns—traditional Bedouin weaving techniques—into modern silhouettes.
For designers, Khoja’s work is a reminder that authenticity resonates deeply. By anchoring your designs in your personal history or cultural heritage, you create pieces that not only stand out but also tell a story that others can connect with.
‘Highway 40’: HINDAMME X @madambluee by @ekleelalfaris
The Driving Jacket: A Symbol of Progress
One of Khoja’s most iconic creations is "The Driving Jacket," a black bomber jacket emblazoned with the date “June 24, 2018”—the day women were granted the right to drive in Saudi Arabia. This piece is more than just fashion; it’s a cultural artifact. It embodies a pivotal moment in Saudi history, showcasing how fashion can serve as a tool for commentary and celebration.
For aspiring designers, this highlights the importance of using fashion to address social and cultural milestones. Clothing can go beyond aesthetics to reflect the zeitgeist, making it both meaningful and memorable.
Blending Sustainability with Design
Khoja’s work reflects a commitment to sustainability, aligning with the growing global demand for environmentally responsible fashion. By blending sustainable practices with timeless designs, Hindamme stays relevant without succumbing to fast-fashion trends.
Young designers can take a page from this playbook: focus on quality and longevity. Investing in sustainable materials and ethical production methods can set you apart and align your brand with values that resonate with today’s conscious consumers.
Global Recognition and Legacy
Hindamme’s impact extends far beyond Saudi Arabia. The brand has earned international acclaim, with pieces like "The Driving Jacket" being acquired by the Victoria and Albert Museum in London. Such recognition underscores the universal appeal of culturally infused designs.
Khoja’s success illustrates that designers don’t need to sacrifice their identity to achieve global success. Instead, they should embrace it, crafting designs that are both personal and universal.
Lessons for Aspiring Designers
- Embrace Your Heritage: Use your cultural roots as a source of inspiration. Authenticity is a powerful differentiator in a crowded market.
- Tell a Story: Your designs should communicate a narrative, whether it’s a social message, a historical moment, or a personal experience.
- Focus on Sustainability: Fashion’s future lies in responsible design. Incorporate sustainable practices to create lasting impact.
- Innovate Boldly: Don’t shy away from experimenting. Khoja’s fusion of traditional motifs with modern styles demonstrates the value of innovation.
- Think Globally, Act Locally: Design with a universal appeal while staying true to your local identity.
The Future of Hindamme
Mohammed Khoja continues to push the boundaries of what Saudi fashion can represent. As Saudi Arabia undergoes rapid cultural and social transformation, Hindamme stands as a beacon of progress, capturing the spirit of change through its designs.
For up-and-coming designers, Khoja’s journey is a testament to the power of vision, authenticity, and storytelling. By staying rooted in your identity while embracing innovation, you can create a brand that resonates both locally and globally.
In the words of Mohammed Khoja: "Fashion is more than clothing—it’s a language." And in this language, every designer has a unique story to tell.
Closing Thought: As you embark on your journey as a designer, let Khoja’s story inspire you to find harmony between tradition and innovation, creating designs that are as meaningful as they are beautiful.
